PERSONAS

I believe in the work �Ripple Effect Images does, �I trust Annie and her team

Grew up shaped by philanthropy and volunteering. Aside from donating money on a regular basis, she enjoys being involved in charity work, especially now that her children are older. She has a personal connection with the founder of Ripple Effect Images. She’s eager to find purpose after retirement.

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High

SOCIAL MEDIA ACTIVITY

TRUST IN R.E.I.

Low

High

Low

High

COMMUNICATION FREQUENCY

Low

• To see tangible results of how her money/time is helping others
• To share those results with her network in some fashion
• To receive engagement opportunities that will allow further time/money donations

• Facebook
• LinkedIn
• Youtube
• Email
• Paper Mail

• Doesn’t trust big brand nonprofits, wants to contribute to something more intimate that she knows well
• Struggles to describe the work Ripple Effect Images does
• Doesn't know if what she's doing is the best way to contribute

57 years-old

Married with children

Self employed

Minneapolis, Minnesota

LOYAL INVESTOR

DRIVING DESIRES

BEHAVIORS

PAIN POINTS

PRIMARY COMMUNICATION CHANNELS

“

”

As a well-connected business leader, she uses her connections and business experience to advance initiatives that align with her values. She spends time running her own non-profit, but also travels as a speaker, and contributes as a consultant to the women and children-focused non-profit area.

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Feminism and women empowerment are very important to me

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• Give back to entities that align with her own values
• Share impactful stories with her own community
• Ensure she is advancing her own career in ways that are true to her brand

• Twitter
• Facebook
• Email
• News media

• Heavily saturated understanding of the industry, things need to stand out to catch her attention
• Can’t always fully understand and navigate social media sharing
• A full schedule means she fears she spreads herself too thin

DRIVING DESIRES

High

SOCIAL MEDIA ACTIVITY

�45 years-old

Family-focused

Washington, DC

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Possible Job Titles: Journalist, Nonprofit Founder, Philanthropist, Advisor

MISSION ALIGNED THOUGHT LEADER

TRUST IN R.E.I.

Low

High

Low

High

COMMUNICATION FREQUENCY

Low

BEHAVIORS

PAIN POINTS

PRIMARY COMMUNICATION CHANNELS

“

”

Recent Masters graduate looking for a fulfilling career and work life balance to juggle his passions. Student debt has a tendency to hinder his purchasing decisions, but nonetheless he tries to contribute in any way he can. He is drawn to powerful stories and compelling ideas, and easily interacts with social impact campaigns on social media.

My resources are limited, so I want to make sure I support organizations that align with my values and interests

27 year-old male

Single

New York, New York

TRUST IN R.E.I.

Low

High

BEHAVIORS

PAIN POINTS

DRIVING DESIRES

• To have easy access to resources and flexible options to make a difference
• Engage with shareable content, digestible social impact campaigns
• To read/hear stories that trigger an emotional response from its audience and create a more meaningful connection

PRIMARY COMMUNICATION CHANNELS

• Instagram
• Twitter
• Facebook
• News media
• Text messaging

• Not knowing how donations create a direct impact
• Gets overwhelmed by organizations that need support (choice overload)
• Gets turned off by email solicitations and rushed donation asks

Low

High

COMMUNICATION FREQUENCY

SOCIAL MEDIA ACTIVITY

Low

High

UNTAPPED DONOR

“

”

BENCHMARKS

RIPPLE EFFECT IMAGES SOCIAL MEDIA ENGAGEMENT

Facebook

Twitter

Instagram

GIRL UP

GLOBAL FUND FOR WOMEN

Facebook

Twitter

Instagram

SIMILAR ORGANIZATIONS SOCIAL MEDIA ENGAGEMENT

DEMOGRAPHIC CONSIDERATIONS

MILLENNIAL: DATA

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When identifying the most common ways Millennials use social media, �Harris Poll, on behalf of Sprout Social, found that:

• 61% use social to communicate with family, friends and acquaintances
• 51% use social to kill time
• 47% use social to learn about new trends
• 43% use social to get breaking news

Main reasons Millennials visit social media platforms:

GEN X: DATA

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• 60% of Gen Xers prefer video when learning about a new brand or product
• Gen X's global mobile internet usage rate is the second highest, only behind Millennials’ usage rate.

Reach of leading social networking sites used by Generation X online users in the United States as of 3rd quarter 2020:

Source: Statista + AudienceProject

BOOMER: DATA

Source: Statista

• 68% of Boomers own smartphones yet they are more likely to access the internet from a desktop computer
• 82% of Boomers who use the internet also have at least one social media account
• Boomers are 19% more likely to share content compared to any other generation
• 54% of Boomers watch video content.

Percentage of U.S. Baby Boomers who use selected social networks:

Source: Statista + AudienceProject

Reach of selected social networks in the United States 2020, by age:

DONOR HABITS: DATA

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Dark Purple = I do not have the funds to donate

Lime Green = I am connected to the mission

• 31% of Boomer donors will also check third-party evaluation websites like Charity Navigator and GuideStar.
• 66% of the Millennial respondents to our survey indicated that they look into an organization before donating, so it’s important to give them the information they want.
• 60% of the Generation X donors we surveyed reported that they research a nonprofit before making a gift

Contact Information

(410) 596 9279

dro38@georgetown.edu

Delanie Ostrow

(978) 460 3054

egp41@georgetown.edu

Elizabeth Powell

(202) 766 2936

cc2055@georgetown.edu

Carolina Calkins